Content Marketing

Native advertising and branded content

Content Marketing


Andrea Sophocleous, Event Reports, Mumbrella360, June 2014

This event report explores the relationship between IT and marketing at Tourism Australia, the government organisation, and how this is enabling it to move to an earned and owned media strategy.


Andrea Sophocleous, Event Reports, Mumbrella360, June 2014

This event report explores some of the issues around content marketing and explains how brands can use different publishing models, distribution and targeting to generate engagement.


Andrea Sophocleous, Event Reports, Mumbrella360, June 2014

This event report describes how three Australian brands - ANZ, the bank, CPA Australia, the professional body, and Woolworths, the supermarket chain - have used content marketing to reach and engage audiences.


John Davidson, Event Reports, Festival of Media Global, April 2014

This event report discusses how Pottermore, the digital platform for the Harry Potter universe developed by JK Rowling and Sony, has built digital engagement for the all-conquering series of books published between 1997 and 2007.


James Morris, Admap, July/August 2014

This article shows how content marketing can drive business success, given the right insights, process and distribution.


Stephen Whiteside, Event Reports, Internet Retailer and Conference Exhibition, June 2014

This event report discusses how Stanley Black & Decker, the household and industrial tools group, is putting content at the heart of its marketing strategy.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign in Canada by beer brand Budweiser, which created hockey 'red lights' to increase its association with the sport and sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Macy's, the US department store chain, built an emotional connection with families during the holiday season by creating a character that appealed to families, to overcome sales stagnation.


Stephen Whiteside, Event Reports, Mobile Media Upfront, May 2014

This event report discusses how PepsiCo is enhancing its efforts to generate content, both by building up its in-house capabilities and encouraging agencies to update legacy thinking and practices.

WARC RECOMMENDS


WARC BRIEFING

Branded Content

Theories and trends in branded entertainment


RECOMMENDED CASES

Branded Content

Warc's pick of the most effective case studies


ADMAP

Branded Entertainment

A focus on brand-funded editorial content


ARTICLE FOCUS

Brand journalism

A new way of storytelling for advertisers


TRENDS

Real-time Response

How brands are reacting instantly to news events


CASE STUDY

AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving